Andrew Tarvin—comedian, humor speaker, and author of Humor that Works: The Missing Skill for Success and Happiness at Work—shares his unique insight with me on how marketers can leverage humor.
: There are plenty. One study found that when men used humor, they received a positive response 90% of the time. However, when women used humor, they were met with a positive response only 20% of the time. Interestingly, 80% of the humor men used was off-of-the-cuff. 70% of the humor women used was self-deprecating humor. Self-deprecating humor is appropriate if you are in a high-status position and are perceived to have high status. It is good to use sparingly.
2. Use the humor map . Medium, Audience, and Purpose. Medium—how will you communicate the humor . The medium impacts the type of message you can use, for example sarcasm is difficult to pull off in text. Audience is important in all forms of communication. With humor you want to deliver on what the audience needs but in a way that may be unexpected. Your relationship with the audience will also impact how the humor is received. Finally, the most important element is the purpose.
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